Present day digital-age advertising is more complex than ever. Advertisers today have a chance to meet consumers at every stage of their online browsing process. However, it takes a deep level of insight into conversion behaviour and easy access to real-time digital decision-making tools to know when, how and to what extent it is indeed needed to communicate with a customer. Today's modern advertisers must rely on technology to decide the best way to boost their advertising return on investment (ROI) and meet their target clients. Recommendation systems have been implemented with the emergence of streaming sites like YouTube, Netflix and many other such web services. Recommendation systems are inevitable in our everyday online browsing, from e-commerce (to recommend a similar product) to online ads (based on a user interests)